Your favorite drink ready and waiting as you arrive, your room lit just the way you like it, and the pillow exactly the type you prefer … A utopian dream? Actually, it is pretty much reality, thanks to Smart Analytics, a feature of the cloud-based hotel management platform, hetras. And one of the first hotels to use hetras’ Smart Analytics, the hotel chain Qbic, is already impressed with its effects.
Hotels are increasingly striving to make hotel stays more of a personal experience, which goes far beyond personally welcoming guests.
"Smart Analytics allows hoteliers to identify guest-specific behaviors and preferences and to prepare accordingly for guests' arrival,"
explains Philip von Ditfurth, one of hetras' managing directors. Historic guest data can be a valuable resource for hoteliers, providing information, such as, which guests return and how best to cater to their preferences and needs. The advantage of a cloud-based, multi-property system like hetras is that this data can be accessed 24/7, because it is stored in a central database. This means that the data can also be easily analyzed using more complex criteria and across entire hotel chains.
Dimitrios Neofitidis, managing director of Qbic, has been completely won over by the benefits of this powerful analytical tool:
"Reports are brilliant; it has already become part of my and my team’s daily routine to log in and check."
Smart Analytics – a strategic tool
Smart Analytics can also be used to optimize central distribution through all online channels. Accurately assessing current bookings is vital for calculating the right price points for distribution. In order to do so, data from previous years, as well as data concerning current particulars, has to be available where the pricing decisions are made.
Using time series analysis, hetras´ Smart Analytics allows hoteliers to predict temporary trends, such as seasonal capacity utilization. In addition, it allows them to analyze anything from booking behavior to cancellation patterns, geographical information to campaign or social media activity success, and to run a large number of other analyses involving big data.
Collecting and analyzing data is often viewed with a lot of skepticism, in particular when it comes to data privacy. According to von Ditfurth, "Data stored in a central location can generally be very effectively protected, and the depth to which individual users can access this data through hetras´ Smart Analytics is controlled by rights management systems. This means that, for example, the reservation division will be given access to different information than the revenue management division."
User-friendly and convenient
The hotel chain Qbic has been using hetras' Smart Analytics as part of its daily routines from the moment it first introduced hetras. In particular, the wide range and highly versatile options for visualizing data are helping Qbic interpret data quickly and use the insights gained to provide guests with an even better hotel experience.
One of the many advantages of hetras´ Smart Analytics is that it allows hoteliers not only to continuously further refine their analyses, but also to constantly analyze data for new kinds of information."I looked at the actual reference data sources, and I think that there is so much more to come and that we can achieve", explains Neofitidis, considering future advantages to be gained from data analyses.
Learn more about hetras´Smart Analytics